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NO MONEY
NO PROBLEM
NEWSROOM TEAM
● News Director
● Assistant News Director
● Assignment Editors
● Producers
● Editors
● Reporters
● Photograp...
NETWORK AFFILIATE VS OWNERSHIP
WHAT IS NEWSWORTHY?
“If a dog bites a man it's not news, but if a man bites a dog, you've got a story.”
TIMELINESS
NEWSWORTHY: IDEAL
1 PROXIMITY
2 CONFLICT
AND CONTROVERSY
3 HUMAN
INTEREST
4
RELEVANCE
5
SERVING
LEGITIMATE PUBL...
NEWSWORTHY: REALISTIC
CLICKS QUICK HITS
VIDEO MULTIPLE INTERVIEWS
AVAILABLE
SUBJECT “EXPERT”
AVAILABLE
“VIDEO IS LIKE PIZZA- WHEN IT’S BAD,
IT’S STILL PRETTY GOOD”
VIDEO BOOSTS CLICKS
(Conversions and sales)
WHY VIDEO?
1 VIDEO SHOWS
GREAT ROI
2 VIDEO BUILDS
TRUST
3 GOOGLE LOVES
VIDEOS
...
REPORTERS
KNOW THIS!
GENERATING YOUR STORY IDEA
FOCUS YOUR ANGLE
● What’s the most compelling way to tell this
story?
● Who would be the most i...
YOUR PITCH
DETERMINE THE BEST WAY TO REACH THEM
Where are they active? Always posting on Twitter: DM them!
START WITH THEI...
YOUR PITCH
DON’T FORGET THE NEWS
SEVEN DEADLY SINS: REPORTING
● Deception (to get information)
● Conflict of Interest (or appearance of)
● Bias
● Fabricati...
ADVERTISING
● Motivate with catchy concepts
● Control the content
● Exaggeration/distorted truth
● Expensive
● Repeated me...
Be respectful of the
reporter’s right to make
the decision.
THE PITCH: RELATIONSHIPS
1
When you speak to
the reporter, get...
HOW TO BE
INTERVIEWED
● 8-12 SECOND CLIPS
● OFFER YOUR THREE MAIN MESSAGES UP
FRONT
● BRING A HANDOUT OF NUTS AND BOLTS
FA...
YOUR 8-12 SECOND QUOTES
● YOU’RE IN CONTROL
● BE THEIR EMOTION
○ Reporters won’t (shouldn’t) use flowery
language and bias...
THE FOLLOW UP
● REPORTERS WILL GET THINGS WRONG.
○ Weigh your relationship with the need
for a correction
● MAINTAIN THE R...
BICYCLES
QUIZ
Which of the following topics needs more focus?
1
THE NEW SAINTS
WIDE RECEIVER
2
NEXT MARDI GRAS’
MOST POPUL...
No money no problem
No money no problem
No money no problem
No money no problem
No money no problem
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No money no problem

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Mobile Spree San Francisco 2018: In the startup world, it's difficult to stretch your marketing budget. Leigh Isaacson CEO&Co-Founder and Casey Isaacson, Co-Founder & CCO of Dig - The Dog Person's Dating App, discuss how to find quality users even with these constraints.

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No money no problem

  1. 1. NO MONEY NO PROBLEM
  2. 2. NEWSROOM TEAM ● News Director ● Assistant News Director ● Assignment Editors ● Producers ● Editors ● Reporters ● Photographers ● Video Editors
  3. 3. NETWORK AFFILIATE VS OWNERSHIP
  4. 4. WHAT IS NEWSWORTHY? “If a dog bites a man it's not news, but if a man bites a dog, you've got a story.”
  5. 5. TIMELINESS NEWSWORTHY: IDEAL 1 PROXIMITY 2 CONFLICT AND CONTROVERSY 3 HUMAN INTEREST 4 RELEVANCE 5 SERVING LEGITIMATE PUBLIC INTEREST OR CONCERN 6
  6. 6. NEWSWORTHY: REALISTIC CLICKS QUICK HITS VIDEO MULTIPLE INTERVIEWS AVAILABLE SUBJECT “EXPERT” AVAILABLE
  7. 7. “VIDEO IS LIKE PIZZA- WHEN IT’S BAD, IT’S STILL PRETTY GOOD”
  8. 8. VIDEO BOOSTS CLICKS (Conversions and sales) WHY VIDEO? 1 VIDEO SHOWS GREAT ROI 2 VIDEO BUILDS TRUST 3 GOOGLE LOVES VIDEOS 4 VIDEO APPEALS TO MOBILE USERS 5 VIDEO MARKETING CAN EXPLAIN EVERYTHING 6 VIDEO ENCOURAGES SOCIAL SHARES People share emotions, not facts 7
  9. 9. REPORTERS KNOW THIS!
  10. 10. GENERATING YOUR STORY IDEA FOCUS YOUR ANGLE ● What’s the most compelling way to tell this story? ● Who would be the most interesting interview? What would be the best visuals? DO YOUR RESEARCH ● What facts can you add? Can you incorporate timely events or research? WRITE PART OF THE STORY ● In your press release, offer clever lead sentences SEE IF IT HAS BEEN DONE ALREADY
  11. 11. YOUR PITCH DETERMINE THE BEST WAY TO REACH THEM Where are they active? Always posting on Twitter: DM them! START WITH THEIR NAME Pronounce and spell it correctly TIE IDEA TO OTHER ARTICLES THEY’VE REPORTED ON SUGGEST NEWSWORTHINESS OF STORY IDEA. NOT YOUR BUSINESS OFFER ACTUAL TIMES YOU’RE AVAILABLE Ways to connect Press Kit
  12. 12. YOUR PITCH
  13. 13. DON’T FORGET THE NEWS
  14. 14. SEVEN DEADLY SINS: REPORTING ● Deception (to get information) ● Conflict of Interest (or appearance of) ● Bias ● Fabrication ● Theft (of information) ● Burning a Source ● Plagiarism
  15. 15. ADVERTISING ● Motivate with catchy concepts ● Control the content ● Exaggeration/distorted truth ● Expensive ● Repeated messaging ● People avoid ads PRESS ● Motivate with facts ● Provide information, reporters decide how it’s used ● Exaggeration can be DEADLY ● Cheap or free! ● One time chance ● People seek out facts/news VS.
  16. 16. Be respectful of the reporter’s right to make the decision. THE PITCH: RELATIONSHIPS 1 When you speak to the reporter, get straight to the point. 2 Be honest and transparent about your desire for the interview or the meeting. 3 If you can’t reach the reporter, avoid the temptation to call repeatedly 4
  17. 17. HOW TO BE INTERVIEWED ● 8-12 SECOND CLIPS ● OFFER YOUR THREE MAIN MESSAGES UP FRONT ● BRING A HANDOUT OF NUTS AND BOLTS FACTS ● IF YOU’RE NOT LIVE, REPEAT TO CLARIFY ● GIVE THEM YOUR CONTACT INFORMATION ● PRACTICE! ○ Speak slowly ○ Control body language ○ Wear non-distracting clothes
  18. 18. YOUR 8-12 SECOND QUOTES ● YOU’RE IN CONTROL ● BE THEIR EMOTION ○ Reporters won’t (shouldn’t) use flowery language and bias. You can be the emotion of the story. ● SUPERLATIVES! ○ Best, newest, first ● CUT THE COMMAS ● USE FULL SENTENCES. REPEAT THE QUESTION IF NECESSARY
  19. 19. THE FOLLOW UP ● REPORTERS WILL GET THINGS WRONG. ○ Weigh your relationship with the need for a correction ● MAINTAIN THE RELATIONSHIP ○ Don’t OVER pitch, but send valuable updates and story ideas. Even story ideas that don’t include you! ● SHARE AND TAG THE REPORTERS/STATION! ○ You’ll get liked or reposted, and they’ll appreciate it! ○ Create a “press” page on your website
  20. 20. BICYCLES QUIZ Which of the following topics needs more focus? 1 THE NEW SAINTS WIDE RECEIVER 2 NEXT MARDI GRAS’ MOST POPULAR THROW 3 THE OLDEST TREE IN GOLDEN GATE PARK 4

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